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The intention-behavior gap in the mobile banking sector: how consumer characteristics influence their willingness to pay more for sustainability
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Resumo(s)
Price is often understood as a reason not to act as intended(i.e. Intention-behavior gap). While mobile banking is becoming increasingly popular, little is known about whether consumers are willing to pay more for a sustainable focus. This study examines whether price is a barrier to using sustainable mobile banking. A survey of 589 respondents was conducted. The analysis proves that consumers are on average willing to pay nine percent more for sustainability, which is mainly influenced by positive and strong attitudes towards sustainability, sustainable behaviors and collectivistic values. Age and occupation are found to be other influencing factors.
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Consumer behavior Segmentation Attitude-behavior-gap Willingness to pay a premium Intention-behavior gap Sustainable banking Consumer characteristics